Six in 10 Filipino 5G users want a connection they can count on when they need it most, and 36% are willing to pay extra for that assurance, according to Ericsson ConsumerLab. The findings suggest Philippine telcos could earn more by offering guaranteed connection quality alongside regular mobile data plans.
The report, “Winning in the Market with Differentiated Connectivity Offerings,” found that 60% of Philippine 5G users identified moments when they needed a guaranteed connection, compared with 40% globally. Ericsson estimates that paid options could bring telcos extra income worth up to two months of their average earnings per subscriber.
“Filipino consumers show a strong appetite for guaranteed 5G performance, with over a third ready to pay a premium for uninterrupted connectivity during critical moments,” said Daniel Ode, head of Ericsson Singapore, Brunei and Philippines. “As on-the-go AI adoption and multimodal apps accelerate, expectations around responsiveness will only intensify. By introducing discoverable, performance-assured offerings, local service providers can address this growing demand, capture up to two months of additional ARPU, and build enduring subscriber loyalty.”
The study surveyed 43,000 smartphone users across 27 markets, including about 34,000 active 5G users. In the Philippines, researchers interviewed 1,500 consumers, including 900 active 5G subscribers. Ericsson said the local findings represent 46 million smartphone users. Interviews took place from June to August 2025 among people aged 15 to 69.
Telcos could offer plans or paid add-ons that promise reliable connections for particular activities. Among Philippine 5G users, 36% preferred buying these options directly from their mobile provider, while 25% were open to buying them through other apps.
Growing use of artificial intelligence (AI) could increase demand for these services. Across the study, daily use of AI tools that accept text, images, video, or other formats is expected to double from 16% to 32% by 2030. Some 44% of AI activity happens on the go.
Video-based AI use is expected to grow from 22% to 51%. The report found that AI response speed has twice the effect on satisfaction with mobile networks among smartphone AI users compared with other 5G subscribers.
Ericsson said software tools called network APIs could allow apps to request the connection quality they need from a telco.
This could enable Philippine providers to sell connection upgrades through apps as well as through mobile plans. The estimated extra income depends on consumers paying for these services; it does not represent revenue telcos have already earned.